Seeking differentiated market brand positioning brand management.docVIP

 PAGE \* MERGEFORMAT 4 Seeking differentiated market brand positioning brand management Brand differentiation and market positioning “In the last ten years, the industry-wide consumers choose the product width becomes larger. No brand of consumer choice, the market gradually disappeared, and need to be differentiated in order to live the brand.” JackTrout and SteveRivkin lt; gt; Elaborated, brand differentiation is a unique way to survive in the market. Brands differentiated brand entity provisions, compared with other brands, the difference between the meaning of the brand. Distinction mean is ‘not the same as with competing brands’ The larger the difference with the competing brands, leaving left in the customer’s mind the longer the brand differentiation not only a selection of the brand, but the brand long-term survival. To make consumer brand different cognitive brand first need to locate their difference. Previously differentiated only pursue their own differentiated: the product’s features, composition, size, design, packaging, color, price, etc. etc., the difference between the product itself to seek with the difference between competing brands. however, it is also slowly come to understand the elements of the quality of the product is not competitive advantage, quality has become a necessary condition for survival in the market, which means that the quality of the universalization and most of the products have maintained a good quality. How to solve the product itself or the quality is difficult to reflect on differentiated? Answer is brand differentiation, brand is to achieve differentiated best theme, brand concept, in the process of development and planning in line with the concept of the brand, foreign told the identity of the internal elements, granted by these elements brand anthropomorphic character, creating brand personality or relationship oriented to the elements of brand equity in intangible assets can be made, and can be made into